Sports Sponsorship Activation

Question 1

What are the Five Phases of Sponsorship Activation?

Answer 1

1. Capture 2. Impression 3. Involvement 4. Appreciation 5. Commitment

Question 2

What to keep in mind regarding Logos?

Answer 2

Their Placement and Visibility

Question 3

What companies use the KPI Leads?

Answer 3

Companies who want to reach out to more consumers

Question 4

Name the seven types of activation?

Answer 4

1. Loyalty Benefits
2. Customer Relationship Management and Database Activation
3. Traditional Advertiser Activation
4. Digital and New Media Activation
5. Sales Activation
6. Cross Promotion/Cross selling Activation
7. Internal Sales Activation

Question 5

What are examples of Loyalty Benefits?

Answer 5

VIP Apparel, VIP Merchandise, VIP Only Events etc.

Question 6

How can you gather information for your sponsor?

Answer 6

Online Raffles, Ticker Database, Sales Receipts etc.

Question 7

What is the most popular and most effective form of Activation?

Answer 7

Digital and New Media Activation

Question 8

Examples for Sales Activation?

Answer 8

Trademark/Image Placement on Items
Media Event for new Products
Product Demo at Sponsored Events

Question 9

What are the four steps in the Referral Process?

Answer 9

1. Education 2. Broadcasting 3. Discipline 4. Execution

Question 10

What are the 9 objectives for Sponsors?

Answer 10

1. Increase Brand Loyalty
2. Raise Brand Awareness
3. Create a positive Impact on Brand Image
4. Drive additional Revenue Streams
5. Highlight Community Outreach
6. Drive Distributor Traffic
7. Highlight specific Products/Services
8. Obtain Consumer Information
9. Lead Generation

Question 11

What are the five metrics to measure the performance of sponsorship spending?

Answer 11

1. Cost per reach
2. Unaided awareness per reach
3. Sales/margin per dollar spent
4. Long-term brand attributes
5. Indirect benefits

Question 12

What are the Quality KPIs?

Answer 12

1. Synchronized
2. Wide-reaching
3. Quantifiable
4. Realistic
5. Focused
6. Comprehensible
7. Analyzed
8. Agreeable
9. Reportable

Question 13

What are the two Selling and Prospecting KPIs?

Answer 13

Sales Growth and Leads

Question 14

What are the Web, Email and Social Media indicators?

Answer 14

Website/New Media lead ratio
Website/ New Media traffic
Social Media
Email Performance
Sales by Contact Method

Question 15

What are the Product Indicators, cost of customer acquisition?

Answer 15

Product Performance
Cost of Customer Acquisition
Market Share
Market Growth Rate

Question 16

What is the formula to get Cost of Customer Acquisition ?

Answer 16

Total Sponsorship Investment / the number of Customer Acquired

Question 17

What are the Brand Indicator KPIs?

Answer 17

Brand Equity
Brand Awareness
Brand Favorability

Question 18

What are the financial health KPIs?

Answer 18

Working Capital KPI.
Operating Cash Flow KPI.
Current Ratio KPI.
Quick Ratio/Acid Test KPI.
Debt to Equity Ratio.
Accounts Payable Turnover KPI.
Net Profit Margin KPI.
Finance Error Report KPI.
Payment Error Rate KPI.
Customer Satisfaction KPI.